The Uses and Gratifications Model

• The Uses and Gratifications Model serves as a criticism of both direct & indirect theories of media effects
• The Uses and Gratifications Model is an example of Active Audience Approach
• The Uses and Gratifications Model focuses on why people use particular media rather than on media content, contrasting the theories of direct & indirect effects which look at 'what the media does to people', now looking at 'what people do with the media'
• The Uses and Gratifications Theorists refer to ways in which people's need influence how they use and respond to media (McQuail, 1987)
• McQuail (1987) studied the Uses and Gratifications Model
• McQuail studied the Uses and Gratifications Model in 1987
• McQuail (1987) has shown the influence of mood on media choice; for example, boredom might encourage the choice of exciting content and stress might encourage a choice of relaxing content
• Active Audience Theorists argue that people use the media to meet identified needs, which may be biological, psychological or social
• Active Audience Theorists suggest that people's needs are relative to various factors that influence their use of the media, such as age, gender ethnicity & social class - These factors are seen as influencing how people access the media to gratify their needs
• Blumler and Katz (1974) conceptualised the Uses and Gratifications Model
• Blumler and Katz conceptualised the Uses and Gratifications Model in 1974
• Blumler and Katz (1974) offers the following 4 Categories on how people use the media:

  1. Diversion or Entertainment
  2. Integration or Social Interaction
  3. Personal Identity
  4. Surveillance
• Blumler and Katz (1974) explains the 1st category of the Uses and Gratifications Model as 'Diversion or Entertainment':

  • Media offers enjoyment, relaxation, and escape from the mundane pressures of daily life, providing an emotional release or diversion
• Blumler and Katz (1974) explains the 2nd category of the Uses and Gratifications Model as 'Social Interactions & Integration':

  • Media helps people connect with others by providing content for real-life social interactions to help friends & family connect, fostering a sense of belonging or community
• Blumler and Katz (1974) explains the 3rd category of the Uses and Gratifications Model as 'Personal Identity':

  • Media allows individuals to explore, reinforce or reflect on their own values, beliefs and sense of self by identifying with characters or narratives
• Blumler and Katz (1974) explains the 4th category of the Uses and Gratifications Model as 'Surveillance':

  • Media helps individuals stay informed about events and issues, offering knowledge about the World to make informed decisions